Coach is bringing fashion and music together for Fall 2026, recruiting PinkPantheress, Elle Fanning and a lineup of international musicians for its latest campaign, "Live Your Story."
The New York fashion house has also announced a new global partnership with Spotify, bringing a series of live events, exclusive products and music experiences to audiences around the world.
The campaign marks PinkPantheress' debut as a global Coach ambassador, with the British singer-songwriter joining returning ambassadors SOYEON, Japanese artist Lilas and Chinese singer Shan Yichun. Elle Fanning also takes centre stage, appearing across four campaign films directed by Emmy-nominated filmmaker Vincent Haycock. Each musician contributes one of their own tracks to the project, including a newly released solo single from SOYEON.
The films follow Fanning as she drives a bus towards a music festival, picking up passengers along the way. It begins as a group of strangers and gradually becomes a shared experience, with music bringing everyone together. The cast also includes 12 Gen Z music fans from different parts of the world, each with their own personal connection to live music. It's a concept inspired by Coach's conversations with younger consumers, many of whom expressed a desire to spend less time online and make more meaningful connections in person.
Of course, there's plenty happening on the accessories front, too. Coach's signature Tabby bag features prominently throughout the campaign, with five special-edition designs created to reflect the individual styles of Fanning, PinkPantheress, SOYEON, Lilas and Shan Yichun. The brand is also introducing concert ticket-inspired bag charms, giving customers another way to personalise their accessories while celebrating their love of live music.
The collaboration with Spotify takes things a little further, introducing a dedicated "Live Your Stor"y hub where listeners can explore personalised playlists, discover their listening personalities and connect with music that reflects their individual tastes. In China, Coach is working with QQ Music on a local version of the campaign, alongside additional content developed with video platform Bilibili.
Away from the screen, the partnership will come to life through Coach's travelling Tabby Tour, which kicked off in New York on September 16. Inspired by the bus featured in the campaign films, the experience will visit the United States, United Kingdom, Japan and South Korea in partnership with Spotify, with additional stops in China supported by QQ Music. Visitors can expect performances from emerging artists, conversations, product customisation and interactive experiences designed around each city's creative community.
With "Live Your Story," Coach is continuing to strengthen its relationship with a younger generation, tapping into the increasingly close connection between fashion, music and personal identity. And with PinkPantheress joining its roster of ambassadors, the brand is making another move into the cultural spaces shaping how Gen Z dresses, listens and connects.
Explore the campaign through Coach's official channels.
